Contemporary direct and interactive marketing /
Spiller, Lisa,
Contemporary direct and interactive marketing / Contemporary direct & interactive marketing Lisa D. Spiller, Martin Baier. - 3rd ed. - xxii, 466 páginas : ilustraciones ; 26 cm.
Rev. ed. of: Contemporary direct & interactive marketing. 2nd ed.
Includes bibliographical references and index.
Examining the processes and applications of direct and interactive marketing -- Building databases, rewarding customers, and managing relationships -- Determining lists and segmenting markets -- Testing, measuring and analyzing customers and campaigns -- Planning and creating a value proposition -- Planning and creating compelling message strategies -- Designing and employing print -- Utilizing television, radio and digital video -- Using mobile, text and telephone for marketing -- Utilizing current digital and social media -- Fulfilling the offer and serving the customer -- Understanding the industry´s environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applications, examples and careers in direct and interactive marketing.
1933199377 9781933199375
Mercadeo directo.
658.84 / S756c 2012
Contemporary direct and interactive marketing / Contemporary direct & interactive marketing Lisa D. Spiller, Martin Baier. - 3rd ed. - xxii, 466 páginas : ilustraciones ; 26 cm.
Rev. ed. of: Contemporary direct & interactive marketing. 2nd ed.
Includes bibliographical references and index.
Examining the processes and applications of direct and interactive marketing -- Building databases, rewarding customers, and managing relationships -- Determining lists and segmenting markets -- Testing, measuring and analyzing customers and campaigns -- Planning and creating a value proposition -- Planning and creating compelling message strategies -- Designing and employing print -- Utilizing television, radio and digital video -- Using mobile, text and telephone for marketing -- Utilizing current digital and social media -- Fulfilling the offer and serving the customer -- Understanding the industry´s environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applications, examples and careers in direct and interactive marketing.
1933199377 9781933199375
Mercadeo directo.
658.84 / S756c 2012